US online shopping hit an all-time high this holiday season, with total sales soaring to $241.4 billion for the November-to-December period, marking an impressive 8.7% year-on-year increase, according to Adobe Analytics. This increase, slightly surpassing Adobe’s initial forecast, comes after a 4.9% rise last year, showing how competitive discounts and changing consumer behavior are reshaping the e-commerce landscape.
One of the standout trends in 2024 was the shift to mobile shopping, with a record 54.5% of consumers opting to make their purchases via smartphone, up from 51.1% the previous year. As shoppers continue to rely on smaller screens, businesses are adjusting to meet this demand, and AI-powered tools have played a significant role in making the online shopping experience smoother and more efficient.
AI chatbots helped guide shoppers through the process, allowing them to discover products and make purchases seamlessly. This technology not only enhanced convenience but also empowered retailers to deliver personalized experiences that resonate with today’s tech-savvy consumer.
The holiday season saw 15 days of over $4 billion in spending, up from 11 days last year. Consumers flocked to deals in three key categories: electronics ($55.3 billion), apparel ($45.6 billion), and furniture ($29.2 billion). Retailers offering competitive discounts in these sectors saw the highest traffic and sales.
As the retail industry continues to evolve, these trends signal a major shift towards AI-driven experiences and mobile-first shopping that could define the future of e-commerce.